PROJECT OVERVIEW

Music Mountain Theatre (MMT) produces over 30 shows a year and hosts numerous special events and workshops. Despite offering entertainment for all ages, MMT’s loyal patrons are aging and the theatre is having trouble selling out many of its evening productions. Trillion crafted and executed a three-pronged strategy for MMT that helped engage younger audiences and increase ticket revenue.

• Modernized Branding

To attract younger audiences, the theatre’s mainstage productions were rebranded to showcase a more modern approach. The branding, which featured more dynamic hues, was carried through to the website, social media, emails and digital marketing.

• Hyperlocal Targeting 

Younger audiences are looking for local things to do on Instagram and Facebook. We reached them with targeted digital ads that showcased the breadth of shows and special events at MMT.Digital ads were supplemented with local offline tactics like billboards and events.

• Strategic Promotions

Once someone experienced an MMT production or special event, they were likely to become loyal patrons. With this in mind, we ran special promotions that gave deep discounts to get new audiences to consider the theatre. New audiences were also given the opportunity to win free tickets on the MMT website. This group was then later emailed about future shows and special events.

RESULTS

Our approach worked, driving significant results for Music Mountain Theatre.

  • 34% increase in ticket revenue growth year over year
  • 64% increase in Instagram followers, most of whom are aged 35-54
  • 303,000 clicks to the MMT website from our qualified audience
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